Crafting a successful marketing plan

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Reference no: EM132368992

Mission and Situation Analysis Assignment -

The purpose of this assignment is to get you started on crafting a successful marketing plan. You will be writing the marketing plan in a series of five drafts, each incorporating different sections of the plan. You will receive feedback on each draft, and finally you will compile all of the revised drafts into a single document, add a few critical elements (Executive Summary, Expected Results, and References) and your plan will be complete.

There are two parts to this assignment:

Part 1: Choose a subject for your marketing plan that is directly related to the health care industry. You might choose a new product (a new replacement joint), a new service (TAVR non-invasive heart valve replacement), or a new business (a consulting firm to guide employers through the Affordable Care Act changes). Please do not feel limited by these examples, but do select a subject that is clearly health care-related.

Write a brief (1 or 2 paragraph) mission statement that answers the question "what business are we in?" It should identify a specific market or markets you intend to serve, and the benefits you believe are sought by those consumers.

Part 2: Conduct secondary research to locate the information necessary for the Situation & Competitive Analysis of your marketing plan. You will find the ProQuest Research databases for Business in the PMI Library very helpful in this process. Be sure also to explore government resources like the U.S. Census Bureau, non-governmental sources such as Pew Research and Nielsen, and trade associations like the American Hospital Association. It would not be unusual to use 15-20 credible sources in writing a Situation & Competitive Analysis.

Write a 2-3 page analysis of the environment within which your product, service or business will be marketed. Please address all of these topics, citing facts and sources:

Political/legal factors
Economic factors
Social and cultural factors
Technology factors
Competitive factors

Please combine all sections of this draft (Mission, plus Situation & Competitive Analysis) into a single document, following citation of sources.

Reference no: EM132368992

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len2368992

9/10/2019 3:52:22 AM

Please combine all sections of this draft (Mission, plus Situation & Competitive Analysis) into a single document, following citation of sources. Save your file as a Word Document (.doc or docx). What’s this? Include the term Mission and your First Name when saving your file. Example: Mission_David.docx. Points Possible: 30 - 15 points = breadth and credibility of research sources, 10 points = appropriate analysis and applied judgment in commentary on data from the research sources and 5 points = utilization of writing guidelines.

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